Juniper Research predicts that Global Digital Advertising spend will soar high and hit $285 billion by 2020 and the estimated spend for this year is doubling to amount around $160 billion.
It is reported that although ad blocking adoption is affecting the market, ‘Worldwide Digital Advertising 2016-2020’ found that better audience targeting will still help in driving higher clicks through rates as well as increase publisher revenues.
Sam Barker, the author of the research stated that publishers such as Facebook are using their audience knowledge to offer highly accurate targeting. This has increased the clicks through rates in the present times.
According to the research, ad revenues will push up the adoption of faster real time bidding processes from exchanges like Rubicon Project and Flksu since streamlining the bidding process reduces page load times and increases the user experience.
Ad revenues from mobile platforms surpassed their rivals in 2015. Mobile devices will drive growth with an average annual increase of 22% in mobile and wearable advertising spend over the same time span to 2020.
The sector is also gearing up for a higher adoption of mobile ad blockers which is expected to increase over the next five years as users start using them on their mobile devices and desktops.